Intangible cultural heritage as a resource for the development of the territory

In the XXI century, the problem of preserving the intangible heritage is of particular relevance. In the context of globalization, without special efforts in this area, it is doomed to perish. Meanwhile, the classical museum provides limited opportunities for its demonstration and popularization. The article draws attention to the potential of living museums, in which, thanks to the use of intangible heritage, ancient buildings and artifacts are involved in everyday life to create living pictures of the past. Thus, it is possible to immerse the visitor in the world of the past, using all the senses, which becomes especially popular in the context of the modern experience economy. The research focuses on revealing the potential of the intangible cultural heritage as a resource for the development of the territory using the examples of the “Blists Hill Victorian Town” in the Shropshire county of Great Britain and the living museums of the city of Kolomna in the Moscow region. In particular, it is demonstrated how the revival of production based on ancient recipes and technologies, as well as the reproduction of everyday practices of former times with the involvement of visitors in them, allows to create large-scale projects in the urban environment and rural areas, attracting tourists to them.